Tourism Ireland in London has teamed up with Mashable, the ‘go to’ site for entertainment and tech information, in a new campaign highlighting Belfast to its important ‘social energiser’ audience.

The promotion, which will reach about 40,000 people across Great Britain, includes a specially-created page on Mashable, where people can check out “The Ultimate Guide: Belfast” – an interactive map highlighting some of the city’s ‘hotspots’ with tips and suggestions for great places to eat, drink and see. It also features some special offers – to get people to book their short break to Belfast now.

Given that over 50% of Mashable’s audience is aged 18-34, this promotion is designed to appeal to ‘social energisers’ – typically young couples or adult groups looking for excitement, new experiences and fun, social holidays somewhere new and different. It’s reminding those social energisers that Belfast is a “city break you don’t want to miss out on” with “some of the friendliest people you’ll ever meet and exiting tours to help you explore the city” .

Julie Wakley, Tourism Ireland’s Deputy Head of Great Britain, said: “Our latest campaign with Mashable should prove to be a great way for us to reach our target audience of ‘social energisers’, raising awareness of some of the many fantastic experiences on offer in Belfast, really bringing our message of fun and excitement to life and inspiring them to put a trip to Belfast on their ‘must do’ agenda for 2016.”